Walt Disney World will begin offering its Early Morning Magic program at Hollywood Studios on August 1, 2016. This program is currently available on select days at the Magic Kingdom, and has received mostly positive reviews. (For a great run down on how it works, read Kenny the Pirate’s post about it here.)

I’m not surprised by this (in fact, I’m thrilled — and hoping it’s still booking for my next trip in December). Folks, Disney is on to the fact that a lot of people book pre-park ADRs (Advanced Dining Reservations) just to get a jump on liming up for the most popular rides — making an 8 AM reservation at Be Our Guest, for example, just to get in line for Seven Dwarfs Mine Train ahead of the crowds. And rather than fight it, they’re just monetizing it instead. For a fee you can skip the shenanigans and ride in peace, and enjoy a nice breakfast at the same time. The price is a little steep, but then again, it’s far from mandatory, and it’s all about what the experience is worth to you, personally.